Bacardi asks consumers: You in?'

By Jack HibberdBacardi Rum has launched a new brand positioning - swapping a Latin spirit for a free-spirit' - backed with a new global advertising campaign.

The UK media budget for the new advertising push is 8 million, with two executions set to run on TV and cinema from 1 August until Christmas. An outdoor poster campaign has also been launched.

The new positioning is based around the 'You in?' tag line, replacing the 'Latin Quarter' advertising of the past few years. The 'You in?' concept is centred around 'embracing individuality and a free-spirited approach to life.'

Sharon Reid, marketing manager for Bacardi at Bacardi Brown-Forman Brands, commented: 'The Latin Quarter campaign took us from a laid-back Caribbean spirit to a high-energy Latin Spirit and although it did very well, research showed it had a weak brand affinity among our core audience of 18- to 24-year-old consumers. The tighter advertising regulations also made it more difficult to repeat a similar campaign again.'

The positioning and advertising campaign are supported by a Web presence based around the festival circuit -consumers can view and download music and videos and win tickets to Bacardi-sponsored festivals. Viewers of the adverts on Sky Digital can access 'You in?' material via the interactive button on their remote.